Why the Easy Reader Endures

When it comes to watches, they don’t come much simpler than our Easy Reader®. For over 40 years, this basic watch has become synonymous with Timex and continues to be a best-seller.

As the wristwatch shifted from being purely functional to a fashion accessory, dial treatments began to rely on aesthetic values rather than readability. Timex, known for functional and reliable timepieces, went back to the company’s roots to provide a functional, reliable and readable wristwatch.

Based on dials from the Waterbury Clock Company, Timex produced watches that could be easily read with a glance. The use of large, full Arabic numerals and bold hands, both in high contrast to the dial color provided consumers with a wristwatch that could be read from across a room.

Prior to 1977, the men’s size watches using dial treatments were marketed under the collection name Mercury. The smaller women’s size was sold as the Petite collection. In 1977, Timex applied to trademark the name Easy Reader® and began a national advertising campaign which included both print and television advertisements. The campaign touted Easy Reader as “The NEW watch with the BIG numbers”.

Originally offered using white dials with black printed numerals and hands, the wrist watches resembled a traditional school clock. To broaden the collection to a full assortment, bold dial colors replaced the traditional white dial and darker colors, such as black and deep blue, utilized high contrast white printed numerals and hands to ensure readability even with a more fashionable look. Easy Reader quickly became the workhorse collection for Timex.

Since its introduction, the Easy Reader watch has seen many evolutions from basic black and white to bold colors, from simple leather straps to the iconic expansion band attachment. It has seen the addition of the INDIGLO® night-light feature, expanding its readability to absolutely any condition with a press of the crown.

Spinning Forward

A renowned DJ and Head of Marketing and Partnerships for music festivals Outlook and Dimensions, Andy Lemay is regarded as one of the steadfast DJ’s keeping underground electronic music alive.

“I feel that breaking new talent, as well as respecting the originators and those who have been dedicated to the craft for many years, is a responsibility of ours,” he says. “And it is a core value of mine.”

The Dimensions Festival is held annually in the ruins of the Croatian Fort, Punta Christo, and gives a platform for DJ’s who otherwise wouldn’t get wide recognition.

“At Dimensions, they don’t book the major stars,” he says. “The team books the artists they feel should be heard and get more recognition.”

A lot has changed since he started DJ’ing, and while he appreciates the way new technology can make performing easier and connect artists, he still feels nostalgia for the early days of turntable technique.

He won’t take sides in the ongoing debate of old vs new when it comes to DJ’ing, but he does feel the need to respect where the art form came from and why vinyl should still be a part of any DJ’s collection.

“When you see a DJ show up with a large vinyl collection it shows passion and dedication,” he says. “It costs a lot of money to build a vinyl collection and it’s no easy task lugging that baggage through airports.”

He also welcomes the advancements in technology that give DJ’s less equipment to carry around and thousands of songs on laptops to choose from.

“With the internet, you have both good and bad,” he says. “On the one hand, it’s easier to rip off other artists but the ability to find new artists and share music is so wide open it makes for a really exciting time.”

In addition to helping DJ’s be found, he also finds social platforms and sites like SoundCloud great for connecting what used to be a very insular community.

“Before, underground electronic music was maybe centered around local scenes,” he says. “Now, you can find like-minded people all over the world and connect this eco-system of people who share the same passion for music. It’s really fun to break out of a closed scene and discover what DJ’s are creating in South Africa, Finland, Mexico, Columbia, everywhere really. You can find incredible DJ’s in the most unlikely of places.”

Andy Lemay wears the Timex Standard. With its careful attention to detail, the Timex Standard is designed with versatility in mind and the collection brings together classic elements with modern materials and easily interchangeable straps.

The Ride of His Life

Robert Barranco, a competitive BMX rider from Florida, doesn’t take life too seriously. With his bike, a backpack and a plane ticket, the 23-year old makes urban exploration a physical journey across the world that follows a personal inner trail.

“I like to live life without a plan,” he says. “My mindset is ‘we’ll figure it out when we get there’. If you don’t have a plan, then nothing can go wrong.”

While he likes to joke that he rides BMX as an excuse to go on trips, he has been a competitive rider since 2014. His first love was motocross but his parents thought it was too dangerous so he settled on pedaling his way through life.

“I like to ride without obligations,” he says. “When the basic needs are taken care of, you can do whatever you want. You just have to find a way.”

Though he is an unsponsored BMX rider, he has visited over 100 skate parks around the world with one of his favorites being Victoria Skate Park in London. To enable his travels, he limits himself to $10 a day, sleeps in cars, stranger’s homes and tents.

“Do whatever you want,” he says, “because one day, that’s all that’s going to matter.”

With the help of a friend he has created a clothing company called FTE Collective, or For the Experience. The online store features a variety of skatewear apparel including t-shirts, patches, wool socks and hats. As with most of his endeavors, Barranco never intended FTE to become a brand.

“It all started when some friends and I would go to restaurants and not even eat to save money,” he says. “We just went to hang out with people we knew who were eating and say ‘I’ll just go for the experience’ It’s a simple phrase that encompasses and explains so many people’s way of thinking and lifestyle in just three little words.”

FTE Collective doesn’t support a living, even one as cheap as his, but it does help achieve simple goals.

“Sometimes I’ll work a few months at a time doing whatever and then disappear,” he says. I’ll find cool skate parks to ride and places to hike with friends. When you’re older you’re not going to look back and remember paying rent and making car payments. You will remember that time you slept outside in a park in France.”

He does admit to occasionally thinking if he will one day settle down, own a home and have a family. For now, though, time is on his side.

“I read somewhere once ‘You’re born and you die. What you do in between is up to you’”, he says. “Right now, all I want to do is ride my bike with friends and travel the world.”

Robert Barranco wears the Allied LT. Built to withstand modern-day maneuvers, this classic military-inspired collection offers essential design with rugged good looks. The 100-meter water-resistant watch case keeps the movement safe from whatever life throws its way.

Valentine’s Gift Guide

This Valentine’s Day, give a gift that will last. The Timex Collection is full of excellent watch gifting ideas for him and her. A watch is the type of gift the recipient will wear often and provide a constant reminder of how special you are.

Timex offers men’s and women’s watches in a variety of styles that make for great Valentine’s gifts. From chronographs to crystals, we have the right watch to tell someone how much you care.

For Her

Valentine’s Day is an important holiday and you certainly don’t want to miss the chance to impress the woman you care about. Mom’s, wives and girlfriends deserve a gift that is thoughtful and can be worn year-round.

Timex suggest the following:

Crystal Opulence with Swarovski® Crystals

A timepiece with a bold outlook on life, the Crystal Opulence watch features a gold-tone case and a blue dial with innovative crystal fabric made of tiny cut premium Swarovski® crystals that complement the blue leather strap for a unique look that is elegantly beautiful.

Fairfield Mesh Band Watch

Pairing our minimalist design with a rich gold-tone case and fluid stainless steel mesh band creates a watch that is tastefully free of complications. Water-resistant to 30 meters with INDIGLO® night-light, the Fairfield Mesh Band is a stunningly simply watch that is perfect for both formal and casual occasions.

For Him

This Valentine’s Day we’ve selected two of our favorite chronograph watches that make terrific gifts.

Allied Chronograph Fabric Strap

A classic field chronograph rugged enough for the field but also ideal for casual wear, this timepiece will be a welcome addition to any man’s watch collection. Featuring a fabric strap, date window and water-resistant to 100 meters, the Allied Chronograph is capable of handling whatever life throws its way.

Waterbury Linear Chronograph Leather Strap

We’ve given a not-so-traditional twist to our traditional Waterbury case. Our proprietary Intelligent Quartz™ linear chronograph movement adds a compelling complication to the burgundy stainless steel case and dial. This stylish Waterbury Linear chronograph watch features a date window, leather strap and is water-resistant to 50 meters.

Shop the Timex collection to find the perfect Valentine’s Day gift.

Timex and Todd Snyder Release the Mid-Century Day/Date Watch

Timex xTodd Snyder and Timex collaborate again, this time producing the vintage-inspired Mid-Century Day/Date watch. A relationship that has seen many successful launches including the Peanuts collection, the Mod and the Blackjack, Timex and Todd Snyder continue to embody classic Americana along with a contemporary approach to quality workmanship.

Introduced at Todd Snyder’s show during New York’s Fashion Week Men’s on Monday, February 4th, the Mid-Century timepiece gets another step closer to Todd’s quest for a watch that will typify men’s style.

“I’m always in search for the ultimate gentlemen’s watch,” Todd says. “The Mid-Century is inspired by a vintage 70’s look that can be worn with formal or casual attire. It looks just as good with a suit as it does with a plain white t-shirt and a pair of blue jeans.”

While he often draws new project ideas by digging through the extensive archive of Timex watches, this idea came from a chance encounter.

“I was traveling in Europe and had a meeting with someone from the Timex team, and he was wearing the coolest old Timex with a day/date feature,” he says. “I liked it so much I took it right off his wrist and used it as the starting point for the Mid-Century. This watch is definitely one of my personal favorites.”

Unlike other Timex X Todd Snyder watches, the Mid-Century is not a re-issue but a new watch based on an original.

“From concept to finish, the process for this watch took almost two years,” he says. “It’s a new case and a new dial. Also, including the day/date element added a level of complexity to the process.”

The Todd Snyder + Timex Mid-Century timepiece is packed with vintage-inspired character and functional features. While the original was an automatic with chrome plated bezel, the new version is upgraded with a stainless-steel case and day/date quartz movement for improved accuracy. It’s styled with a handsome leather strap from S.B. Foot Tanning Co. and detailed with distinctive contrast stitching. The Mid-Century is crafted with the same domed acrylic crystal as the original, for an iconic timepiece that evokes the past while meeting today’s exacting standards.

“With this watch, I wanted to capture that mid-century aesthetic”, he says. “I wanted a simple and clean look that would appeal to men of all ages and carry an air of elegance and sophistication.”

Available exclusively at the Todd Snyder flagship store on Madison Square Park in New York and on Toddsnyder.com, the Mid-Century Day/Date is the next step in a fruitful relationship between fashion design and watchmaking ingenuity.

“I look at my work with Timex as a fun journey,” he says. “Timex has been a part of my life since I can remember and now I want to help introduce this important brand to a new generation.”

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Month: February 2019

Why the Easy Reader Endures